Exam 14: Basic Data Analysis

What is a contingency table and how is it useful in marketing research?

When a third variable is included in an analysis and that third variable changes the relationship between the independent variable and the dependent variable in an important way, the third variable is called a(n)____.

A contingency table is a data matrix that displays the frequency of some combination of possible responses to multiple variables.

Examining responses to the question "Have you ever purchased a ticket online for an American Airlines flight?" by looking at subgroups based on gender and zip code is an example of ____.

An alternative to dummy coding using the values of -1 and +1 to represent two categories of responses is known as ____________________.

Discuss the use of a univariate tests of means.

Scores or observations recalibrated to indicate how they relate to a base number are called ____________________ numbers.

Coding involves assigning some representative value to units of data having similar meaning.

A graph in which the height of a bar indicates the frequency with which that category occurred is called a(n)____________________.

Explain the appropriate statistical analysis for the following hypothesis: ​ H₁: The average household income in zip code 71227 is greater than $50, 000.

An analysis of the basic cross-tabulation for each level of a variable not previously considered, such as subgroups of the sample, is referred to as____________________ analysis.

If a researcher wants to summarize the responses of subjects by gender and awareness of a particular brand ("Yes" or "No"), he or she should use a ____ contingency table.

Researchers often perform a _______________ to collapse a scale with multiple response points into two categories.

The researcher who uses a sample rather than the entire population runs the risk of committing two types of errors: primary errors and secondary errors.

Which type of error occurs when the researcher concludes a relationship exists, when in fact one does not exist?

Counting the number of responses to questions in a survey by hand is called ____.

Tests of hypotheses involving only one variable.are called ____________________ statistical analyses.

Suppose a third variable inserted into an analysis changes the results of when two other variables were studied previously.This third variable is called a moderator variable.

Another name for data transformation is ____.

Combining the data from adjacent categories of a Likert-scale item is a common form of data transformation.